A cassette loading apparatus wherein a cassette holder has a long operating stroke and can be positioned readily and accurately at a cassette playing position. The cassette holder is mounted for movement under the guidance of L-shaped guides of a pair of side plates such that it first moves horizontally along horizontal guide portions and then moves vertically downwardly along vertical guide portions of the L-shaped guides to carry a cassette received thereon to a playing position. A pair of sliders each having an inclined guide are disposed for movement under the guidance of the horizontal guide portions of the L-shaped guides. When the sliders are driven to move horizontally, the holder is first moved horizontally by the sliders until guide pins thereon reach ends of the horizontal guide portions of the L-shaped guides and then engaging elements on the holder move downwardly along the inclined guides of the sliders to move the cassette holder downwardly to the cassette playing position under the guidance of the vertical guide portions of the L-shaped guides.